Question 1

The brand Oreo set a goal "to be the best loved cookie in the world." What is wrong with this goal?

Accepted Answer

A)  it is not measurable 
B)  it is reachable 
C)  it is time specific 
D)  both a and b 
E)  it is not profitable 
A)  it is not measurable 
B)  it is reachable 
C)  it is time specific 
D)  both a and b 
E)  it is not profitable A

Question 2

Which is the final step in the social media development process?

Accepted Answer

A)  determine target 
B)  set goals 
C)  budget 
D)  select media 
E)  evaluate 
A)  determine target 
B)  set goals 
C)  budget 
D)  select media 
E)  evaluate E

Question 3

Which of the following is NOT an organizational objective?

Accepted Answer

A)  cost leadership 
B)  maximize profits 
C)  grow market share 
D)  establish Twitter dominance 
E)  reduce costs 
A)  cost leadership 
B)  maximize profits 
C)  grow market share 
D)  establish Twitter dominance 
E)  reduce costs D

Question 4

Which social platform has the users with the highest incomes?

Accepted Answer

A)  Facebook 
B)  Twitter 
C)  Pinterest 
D)  LinkedIn 
E)  Instagram 
A)  Facebook 
B)  Twitter 
C)  Pinterest 
D)  LinkedIn 
E)  Instagram

Question 5

Which of the following is an end goal for a firm?

Accepted Answer

A)  persuading 
B)  reminding 
C)  educating 
D)  selling 
E)  building trust 
A)  persuading 
B)  reminding 
C)  educating 
D)  selling 
E)  building trust

Question 6

Which company spends the most money globally on advertising?

Accepted Answer

A)  GM 
B)  GE 
C)  Johnson and Johnson 
D)  Toyota 
E)  P&G 
A)  GM 
B)  GE 
C)  Johnson and Johnson 
D)  Toyota 
E)  P&G

Question 7

When a person searches for the words "stores and big screen TVs" they are doing which of the following?

Accepted Answer

A)  running display ads on Bing 
B)  exhibiting commercial intent 
C)  searching for TV assembly instructions 
D)  using social media 
E)  optimizing their search engine rankings 
A)  running display ads on Bing 
B)  exhibiting commercial intent 
C)  searching for TV assembly instructions 
D)  using social media 
E)  optimizing their search engine rankings

Question 8

Outline the process for developing a social media strategy.

Accepted Answer

Developing a social media strategy invol

Question 9

Why do marketers use more than one form of media to reach people with their messages?

Accepted Answer

A)  it costs less 
B)  people like it better 
C)  people process messages in different forms of media differently 
D)  it has a higher return on investment 
E)  it is required by certain social media sites 
A)  it costs less 
B)  people like it better 
C)  people process messages in different forms of media differently 
D)  it has a higher return on investment 
E)  it is required by certain social media sites

Question 10

A touchpoint is defined as:

Accepted Answer

A)  a retail store 
B)  a point of communication 
C)  a social media post 
D)  user generated content 
E)  an advertisement 
A)  a retail store 
B)  a point of communication 
C)  a social media post 
D)  user generated content 
E)  an advertisement

Question 11

Touchpoints:

Accepted Answer

A)  must retain the same messages 
B)  do not contribute to IMC strategy 
C)  consist of opportunities to connect with customers 
D)  are not available with all targets 
E)  are always integrated 
A)  must retain the same messages 
B)  do not contribute to IMC strategy 
C)  consist of opportunities to connect with customers 
D)  are not available with all targets 
E)  are always integrated

Question 12

Which social site would you want to use to reach people based on the last position they held?

Accepted Answer

A)  Facebook 
B)  Twitter 
C)  Pinterest 
D)  LinkedIn 
E)  Instagram 
A)  Facebook 
B)  Twitter 
C)  Pinterest 
D)  LinkedIn 
E)  Instagram

Question 13

The purpose of interim goals is to:

Accepted Answer

A)  to develop strategy 
B)  to create social media messaging 
C)  to steer the strategy toward success 
D)  to build the internet platform 
E)  to offer effective goals to target markets 
A)  to develop strategy 
B)  to create social media messaging 
C)  to steer the strategy toward success 
D)  to build the internet platform 
E)  to offer effective goals to target markets

Question 14

Which of the following is TRUE about Nike's IMC strategy?

Accepted Answer

A)  it is not integrated 
B)  it is focused exclusively on social media 
C)  its message is global 
D)  it doesn't have a presence in China 
E)  Nike does not have its own social media site 
A)  it is not integrated 
B)  it is focused exclusively on social media 
C)  its message is global 
D)  it doesn't have a presence in China 
E)  Nike does not have its own social media site

Question 15

KPI stands for:

Accepted Answer

A)  key posting index 
B)  Kendall-Pearson indicator 
C)  knowledge position interrogative 
D)  Knelling-Peterson Interview 
E)  key performance indicator 
A)  key posting index 
B)  Kendall-Pearson indicator 
C)  knowledge position interrogative 
D)  Knelling-Peterson Interview 
E)  key performance indicator

Question 16

What is the main advantage of digital media over traditional?

Accepted Answer

A)  it costs less 
B)  it reaches more people 
C)  people like it better 
D)  it is more effective 
E)  it is trackable 
A)  it costs less 
B)  it reaches more people 
C)  people like it better 
D)  it is more effective 
E)  it is trackable

Question 17

Which of the following represents an action that a firm might take?

Accepted Answer

A)  goal 
B)  objective 
C)  hurdle 
D)  strategy 
E)  tactic 
A)  goal 
B)  objective 
C)  hurdle 
D)  strategy 
E)  tactic

Question 18

Which is it advisable to use a mix of media to reach people?

Accepted Answer

A)  it costs less 
B)  it reaches more people 
C)  people like it better 
D)  it is more effective 
E)  it is trackable 
A)  it costs less 
B)  it reaches more people 
C)  people like it better 
D)  it is more effective 
E)  it is trackable

Question 19

Strong goals are:

Accepted Answer

A)  tied to social media 
B)  are platform agnostic 
C)  written for Facebook and Twitter 
D)  business oriented 
E)  for mobile 
A)  tied to social media 
B)  are platform agnostic 
C)  written for Facebook and Twitter 
D)  business oriented 
E)  for mobile

Question 20

How should a firm evaluate social media? Describe the methods and measures you would recommend for a specific brand.

Accepted Answer

Firms should evaluate social media by co

The brand Oreo set a goal "to be the best loved cookie in the world." What is wrong with this goal?

Which is the final step in the social media development process?

Which of the following is NOT an organizational objective?

Which social platform has the users with the highest incomes?

Which of the following is an end goal for a firm?

Which company spends the most money globally on advertising?

When a person searches for the words "stores and big screen TVs" they are doing which of the following?

Outline the process for developing a social media strategy.

Why do marketers use more than one form of media to reach people with their messages?

A touchpoint is defined as:

Touchpoints:

Which social site would you want to use to reach people based on the last position they held?

The purpose of interim goals is to:

Which of the following is TRUE about Nike's IMC strategy?

KPI stands for:

What is the main advantage of digital media over traditional?

Which of the following represents an action that a firm might take?

Which is it advisable to use a mix of media to reach people?

Strong goals are:

How should a firm evaluate social media? Describe the methods and measures you would recommend for a specific brand.

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 8: Planning Communications

The brand Oreo set a goal "to be the best loved cookie in the world." What is wrong with this goal?

Which is the final step in the social media development process?

Which of the following is NOT an organizational objective?

Which social platform has the users with the highest incomes?

Which of the following is an end goal for a firm?

Which company spends the most money globally on advertising?

When a person searches for the words "stores and big screen TVs" they are doing which of the following?

Outline the process for developing a social media strategy.

Why do marketers use more than one form of media to reach people with their messages?

A touchpoint is defined as:

Touchpoints:

Which social site would you want to use to reach people based on the last position they held?

The purpose of interim goals is to:

Which of the following is TRUE about Nike's IMC strategy?

KPI stands for:

What is the main advantage of digital media over traditional?

Which of the following represents an action that a firm might take?

Which is it advisable to use a mix of media to reach people?

Strong goals are:

How should a firm evaluate social media? Describe the methods and measures you would recommend for a specific brand.

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters